IN MAY 2016, the world was introduced to M Social – the brainchild of property-hotel veteran Mr Kwek Leng Beng – when the first hotel of its kind opened its doors in Singapore. With interiors envisioned by famed French designer Philippe Starck, the 293-room M Social Singapore along Robertson Quay, launched to great fanfare and captured the imaginations of locals and tourists alike.

Mr Kwek, who is Chairman of Millennium & Copthorne Hotels (M&C) and Executive Chairman of M&C’s parent company, Hong Leong Group Singapore, said, “I wanted a standout lifestyle concept that embraces technology and allows people to socialise and interact with one another. I conceptualised M Social as a trendsetter place that offers travellers a place to rest and play.”

Working with Philippe Starck, a new concept targeted at the savvy traveller with a passion for design and lifestyle was created. Today, there are two M Social properties globally – Singapore and Auckland, New Zealand; and two more will be opening its doors in the near future – Suzhou, China in 2020, and Sunnyvale, California in the US in 2021. The homegrown M Social brand has taken off.

A bold, modern aesthetic

Mr Starck, at the opening of M Social Singapore in 2016, commented, “M Social is where all the elements of the world – including creativity, humour and love – come together in an explosion of energy to create the joy of today’s and tomorrow’s world. To me, it is a stage dedicated to creative people”.

The M Social brand had debuted in Singapore with the concept of “democratic design”, where spaces around the hotel are accessible and flexible enough to cater to different needs with seamless ease. It provides a contemporary and inviting space for locals, and a social base for travellers. It is also a departure from “cookie-cutter” hotels, focusing instead on aspects such as design, architecture and innovation, which are what Mr Kwek believes encompasses the beauty of hotels.

The focus on design also extends to its guest rooms, where guests can choose from a range of eclectic rooms with different themes. In Singapore, there are alcove rooms with chapel-inspired ceilings, and loft rooms, where guests can keep their lounging and resting separate. In Auckland, each floor has its own theme based on elements of local culture, such as fauna, marine life and literature.

The brand’s all-day dining restaurant Beast and Butterflies has also captured the hearts and stomachs of local guests and travellers alike. The Singapore edition was ranked among the world’s top 10 restaurants by HOTELS magazine in 2017, while the Auckland restaurant clinched a top 5 placing in Auckland’s inaugural Critic’s Choice Restaurant Awards by The New Zealand Herald.

Making waves beyond Singapore

A year after M Social Singapore launched, the Copthorne Hotel Auckland Harbourcity was rebranded as M Social Auckland. Opened in November 2017, it created waves in New Zealand’s hotel sector. The 190-room hotel is located along Quay Street overlooking the harbour, and is close to the Viaduct Harbour, which is home to gourmet restaurants, lively bars and buzzing night life.

The third M Social hotel is scheduled to open in Suzhou, China, in the first quarter of 2020. The 295-room hotel looks set to generate the same excitement as it recently won “Most Anticipated New Hotel of the Year” at the 2018 Asia Culture and Tourism Investment Conference & Expo in Beijing.

On 16 October 2018, Millennium Hotels and Resorts (MHR), the brand umbrella of M&C, held a groundbreaking ceremony in Sunnyvale, California, for the brand’s newest hospitality and residential project, M Social Sunnyvale. The fourth property under the M Social brand is set to open in the first quarter of 2021, and marks the brand's first property in North America.

The property will include 250 residences and a 263-room hotel with over 24,000 square feet (sq ft) of state-of-the-art function space, including 11,000 sq ft of flexible meeting and event space, 4,300 sq ft of outdoor space, and 9,100 sq ft of public spaces. Among other technology features that will enhance the guest experience, the complex will feature 5G wireless capabilities, providing hotel guests and residents access to the fastest wireless technology available, allowing for quicker downloads and higher bandwidth to stream movies or for gaming.

M Social Sunnyvale will also be the first steel frame modular hotel built in California. Modular construction allows for efficient build times, reduced construction waste and less impact on the environment and on neighbourhoods. The hotel will showcase a California-influenced stylish and vibrant design, and be positioned at the forefront of hospitality technology, enabling guests and residents to embrace the innovation and visionary mindset of those living and working in the area.

Mr Howard Wu, Global Chief Technology Officer and President of Millennium Hotels and Resorts North America, said, “Today is a special day for Millennium Hotels and Resorts as the groundbreaking for M Social Sunnyvale marks the first new construction project for the brand in the US. The property’s close proximity to Silicon Valley and 5G mobile technology services will further reinforce the M Social brand’s commitment to technological advancements within its hotels.”